Kaleidoscope

One of Europe’s largest mixed use developments

Kaleidoscope is a 120,000 sq m multi purpose centre located in northwest Moscow.
It provides over 40,000 sq m of GLA for retail/leisure, and up to 9,000 sq m of
office space.

This is a venue for all occasions, bringing retail, entertainment and business together in one place and offering a wide choice of amenities to different audiences and communities.

Drawing on our established expertise in real estate, we have created a striking new brand for this innovative development. The brand is inspired by the concept of a Kaleidoscope, appealing to adults and children alike. Using bright colours and vibrant shapes, it conveys the idea of always being new, different and interesting.

The brand identity creates a multi-coloured graphic style and tone of voice that extends across signage, interior graphics and marketing communications. Working in close collaboration with Oncuolgu Architecture & Planning, we integrated the brand into the architecture and interior environment and created an open and inspiring space for shoppers and visitors.

The overall shopping centre concept combines functionality and latest media technology, with an atmosphere of enjoyment. The redevelopment and landscaping of the area in front of the centre will become a public park.

Our creative work has encompassed all aspects of the centre including interior design, lighting concepts, building facades, landscaping, interior zoning and layout, signage and wayfinding design, marketing communications design. In addition our architects have designed the station exit for the metro adjacent to the site.

Kaleidoscope is a true example of brand synergy – where architecture, environment, marketing and communications come together to create a first-choice shopping, entertainment and business destination that will be one of the most striking in Moscow.

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